SVP Digital I Fractional leadership l Digital commerce leadership I Digital Transformation I Digital Strategy Consulting/Practice Lead
Dear Retailers (#2): Your A/B testing strategy is not enough. You may find a winner, e.g., conversion/sales/AOV is higher via your A/B test, but you won't know what the impact is on how you're making your customer FEEL. You may get the conversion TODAY, but will you get a repeat purchase? A few examples: 🚥 If your shopper has issues trying to checkout, and it takes multiple tries, will she shop with you again? 🚥 If your shopper comes back to her shopping cart a few days later, and it's been emptied - will she make the effort to start over, and go find the items she was interested in again? 🚥 If you make it easy to buy, but hard to return, will she come to you again? In a time when customer loyalty is at an all-time low, every touchpoint of shopping with your brand matters. That means every click matters, every message matters, your policy matters...the return process matters. An interaction with your customer service chatbot or agents matter. So what should you do? Make sure your website CX strategy includes 3 key things: ✨ The Customer POV: user testing, voice of customer, CSATS (e.g., a human touch). ✨ Data analysis: the qualitative as well as the quantitative. A/B testing, funnel analysis, and heuristic testing. ✨ Shop your own site. Not kidding- everyone on your team, including your execs, should shop the site (and your competition) and note the friction points & opportunities. Remember, how your shopper feels during and AFTER the transaction will influence whether she shops from your site again. -Jessie PS. I help retailers & brands improve customer experience, driving improvements to revenue & profitability. If you'd like some help finding quick-wins or to successfully drive change, let's connect.
